Heineken in Sri Lanka – Undermining Alcohol Taxes to Protect Profits
Posted on December 13, 2024 in Heineken, Deception, Sri Lanka
At a panel discussion in Sri Lanka, Heineken Lanka repeated a familiar Big Alcohol tactic: claiming that higher alcohol taxes fuel illicit markets and reduce government revenue. The discussion, which included industry voices and policy commentators, painted taxation as the root cause of rising unregulated alcohol production. However, these claims are misleading and serve to protect corporate profits while undermining evidence-based public health measures.
Global evidence tells a different story. Illicit alcohol trade is driven primarily by weak enforcement, not taxation. Countries like Thailand and Kenya have shown that when alcohol taxes are combined with stronger regulation and enforcement, consumption declines, public health improves, and revenue increases. Meanwhile, alcohol companies like Heineken exaggerate illicit market claims to argue against taxation, hiding the enormous costs of alcohol harm – ranging from healthcare expenses to social and economic damage.
Heineken’s calls for “balanced policies” and “responsible consumption” shift the blame for alcohol harm onto individuals, ignoring the industry’s role in aggressively marketing its products and opposing effective regulations. Alcohol taxes remain the single most cost-effective tool to reduce harm because they target population-level consumption, saving lives and raising much-needed revenue for public services. Higher taxes, when paired with sufficient enforcement, reduce alcohol harm, strengthen revenue, and create healthier, safer communities.
Deception is Big Alcohol’s activity to hinder and obscure public recognition of the real effects of alcohol. The focus of the DUBIOUS FIVE strategy of deception is the public’s recognition of the full extent of alcohol harm, the understanding of the risk caused by alcohol products, and the root causes of alcohol harm and their most effective alcohol policy solutions. Using deception strategies Big Alcohol seeks to fuel cognitive dissonance among the public
Sources:
- Research Intelligence Unit Panel Discussion Report (submitted by reader).
- https://youtu.be/Zk4A4FRXAeM?si=2MajPvJXHFhGoF6C
- World Health Organization, Alcohol Taxes Save Lives, available at: WHO Website.
This case was brought to Big Alcohol Exposed by a concerned member of the public, underscoring the importance of community awareness in identifying industry misconduct. If you witness irresponsible or misleading marketing practices by the alcohol industry, you too can report them to Big Alcohol Exposed to help call attention to unethical tactics and protect public health.